In March of 2020, our world changed overnight. Social distancing became the new cool and staying home became a way of saving lives. We were officially living amongst a Pandemic. As the world adapted to this new way of life, it became evident that everything we thought to be ‘normal’, had to be redefined.
With everything changing, we as content marketers, cannot deny the fact that our audience’s minds have drastically changed too. In these challenging times, your audience might have lost their jobs, they might have new routines and lifestyle changes and they might be experiencing fear, anxiety and whatnot.
Let’s look at some of the ways in which content marketers can adapt their content to connect with their audience in light of the present pandemic situation.
- Offer your help and support
In this collective time of difficulty, little acts of kindness can go a long way. No matter what your business strategies are, find ways to help and support others. The world needs it right now more than ever before. A business that is there for people during tough times, will always be remembered. However, the aim should be to offer selfless support.
- Show empathy
Along with Coronavirus, there is a spread of fear, anxiety and paranoia in the air. At difficult times like these, being empathetic towards your customers is the need of the hour. People will remember how you made them feel when the world was in chaos and uncertainty. Compassion, kindness and support should be your main focus at this time.
- Be hopeful but realistic
Hope is the belief in the light at the end of a dark tunnel. It is a great mindset that no matter how bad things get, we can get through it. But there is a difference between hoping and invalidating the seriousness of the situation. Along with hope, we need to remember that we do not cross the line by minimizing the scale of the pandemic or its impact on human life. Do not forget that this is a big deal and once in a lifetime situation. However, we can get through this.
- Be a trusted source of information
A huge part of content marketing is about answering questions. With the plethora of information available out there is it quite a task to differentiate between facts and rumours. This does not mean you need to have all the answers for everything going on in the world. But when it comes to your niche, keep your audience updated with genuine information based on the situation.
- Modify your tone of voice
Evaluate the messages that you are sending across and modify it to the point of view of a world going through a pandemic. A world with growing unemployment rates, crashing economy and overall anxiety. Keep your tone as sensitive as possible. Brand awareness should be more on the limelight than making sales.
- Focus on retaining your customer base
Loyal customers are those who have been with you for quite some and those whom you can count on. They should be your primary focus. It is these loyal customers who will keep your business afloat even during a pandemic. You have a better connection with them and they are generally more engaging than other customers. Moreover, they are said to spend more on average thus being more profitable to your company. Retaining them has to be your highest priority.